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Industry pioneers gathered in Shanghai to talk about the diversified transformation of IP
On June 18th, the 2018 Shanghai International Film and Television Festival Internet Film and Television Summit Original Literature Film and Television Venture Capital Summit was held at the Shanghai Transnational Procurement Convention and Exhibition Center, the summit invited the literary session, film and television session, investment session, experts, leaders and business leaders in related fields to gather at the festival to discuss in depth the theme of "how to make IP complete diversified transformation". Yan Jingming, vice chairman of the China Writers Association, Yu Cike, director of the Copyright Management Department of the National Copyright Administration, Wang Wei, deputy director of the Shanghai Film and Television Culture Administration, Hou Xiaoqiang, founder of Mars Novel, Zong Shan, founder of Huashan Onjian Film and Television Culture Media, Rong Yang, executive president of Fosun Film and Television Group, Ma Xiaonan, general manager of Youku Drama Center, Dai Ying, vice president of iQIYI, Yao Xiaofeng, well-known director, and Wubai attended the summit.
(Industry bigwigs gathered at the Original Literature Film and Television Venture Capital Summit)
"As an important source of subject matter for film and television creation, high-quality literary works have always been an important support for the re-creation of film and television works, and with the continuous advancement of film and television entertainment and commercialization, the opportunity for literature and film and television to hold hands is getting bigger and bigger, and the market is also getting bigger and bigger." Mr. Wang Wei, Deputy Director of Shanghai Film and Television Culture Administration, talked about the original intention of holding this event. How to complete the diversified conversion of IP has always been a topic of concern in the industry. As early as March this year, Huashan Sword Film and Television Culture Media Co., Ltd. and Mars Novels had discussions on IP purchase, IP incubation, IP reverse customization and other aspects in Thailand, and reached a series of strategic cooperation. At this summit forum, Zong Shan, founder of Huashan Sword Film and Television Culture Media, was invited to attend, believing that Huashan Sword, which has created classic projects such as "Laughter of the Medical Hall" and "Joyful Secret Agent", and is incubating a series of high-quality works including super IP "Chinese Fantasy Collection", must have unique insights on the creation and diversification of IP.
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Niche works create super IP, and culture and commerce are skillfully combined
In recent years, IP development has been continuing to be hot, for the robbery of IP, IP development misunderstandings and other industry issues, Huashan On the Sword Film and Television Culture Media founder Zong Shan said that there are natural differences between literary works and film and television works, not all literary works are suitable for adaptation, for policy risks, do not meet the national conditions, can not let the audience have a sense of substitution of literary works to be particularly cautious, blindly follow the theme, blindly follow the data IP development will also make the project into a misunderstanding. Choosing IP rationally and carefully is a very important thing.
(Ms. Zong Shan, founder of Huashan On Sword Film and Television Culture Media, and all the guests attended)
At the summit, Ms. Zong Shan put forward her views on the multiple operation methods of IP development. For the development of an IP, should it be a movie or a TV series? Is it more suitable for development into a web drama or is it a popular web big now? This is a very worthy of consideration, different IP has a different pattern, choose the right way of operation can often get better results. On the other hand, when choosing IP, we must also extend our thinking, and some IP is rooted in a different place or a foreign culture, and it will be very difficult to adapt. For example, some time ago, many companies were grabbing Yishu's works, and after understanding, it was found that many of Yishu's works, because they are rooted in Hong Kong culture, are not necessarily suitable for the mainland, and it is very difficult to adapt. The previous very popular "The First Half of My Life", if you look at its original novel, the city in which everyone lives, including culture, is very different from the TV series. Successfully integrating IP works with reality is an ability that developers and adaptors should have. At the same time, Ms. Zongshan also said that there are many people who have a lot of criticism of the IP bubble, but for the film and television industry, IP will still be the best model for commercial operation in the future, because in the entire film and television industry, everyone's trial and error cost is very high. For such trial and error, IP first will reduce great development costs and operating costs, including improving the efficiency of late development. Therefore, Zong Shan said that she still believes that IP has great commercial value. In addition, for the dissemination of IP, Ms. Zong Shan believes that it is easier to develop IP with a figurative symbolic image to ferment and spread. For example, Sun Wukong in Journey to the West, when it has irreplaceable figurative symbols, such AN IP is more suitable for us to spread.
(Ms. Zong Shan, Founder of Huashan On Sword Film and Television Culture Media)
Hou Xiaoqiang, the founder of Zhonghui Film and Television and Mars Novel, has been committed to promoting the development of Chinese online literature and the incubation, operation and development of IP, and has also been upgrading his understanding of IP. He believes that the essence of IP is actually a human setting, such as "when we talk about "Journey to the West" today, the first thing that comes to mind may be Sun Wukong and Bai Bonejing"; a good work, especially a work that can make many people pay attention to or pass it down, must have empathy ability and attract public concern; there is also a more classic narrative model.
When it comes to how to strengthen the core of the work, Liu Hongtao, CEO of Happy Twist, believes that the screenwriter's ability to retain the work is very important, and secondly, when the screenwriter talks to the IP, the traditional empowerment should be increased, of course, we should also learn from foreign genre works, use genre thinking, and use better methods to express the original work
The well-known director Yao Xiaofeng analyzed from the perspective of the director, he believes that a good story is fundamental, and the sincerity of the second creation is also the core. "Not only are the characters, hearts, emotions, thoughts, and values true and simple, but the most important thing is that they come from your heart and are sincere." Because only through real emotions can we form a real and sincere communication with the audience. ”
Wubai, a well-known director, founder of Wuyuan Culture and initiator of the Arc Light Alliance, shared his experience on how to transform domestic excellent literary works from niche WORKS IP into large IP. He said that literature is text, film and television are images and sounds, their expression methods are different, in fact, in addition to the story core, they are two products, so whether it is a blockbuster IP or a niche IP, as long as his story is good, it is not difficult to create a film and television work.
When talking about the second creation, Ma Xiaonan, general manager of Youku Drama Center, expressed his views on how to deal with the relationship between the original work and innovation. She said that when any work is adapted, it is to subtract and then add, that is, to remove some useless, untransformable, and unattainable, and to retain the core that we saw at that time like the work and adapted it. In addition, there are many differences in the transition from text to image, especially the difference in narrative style and structural logic. It is important that, first of all, the creative team did not discover from the beginning that he was different from other works. Not a thousand faces, but a different unique core. In addition, finding the right team can work with us to get the project out, so it is more important for people.
In this secondary creation process, it is also very important to correctly handle the relationship between the original work and innovation, zeng Hanxian, a well-known producer in Taiwan, said that it is very important to emphasize the core of the story. Through everyone's identification with the character and imagination of the character, the next story is carried out, so that the audience can identify with the world in the eyes of the character and have emotional resonance.
When talking about how to combine culture with business, how to do a good job in the development of literary derivative products, Zong Shan, founder of Huashan On Sword Film and Television Culture Media, said that she believes that the best derivatives are Disney, Disney is one of the six highest market capitalization companies in the United States, which is mainly from the cultural matrix, including the operation around the symbol, and the dilemma of derivatives in China at this stage is difficult to open up the cross-session of various industries, if you can make each industry pursue a community of interests, share copyright, This will lead to better integration, and companies with successful experiences are willing to share, and these changes will be a major breakthrough in China's IP and derivatives.
Rong Yang, CEO of Fosun Film and Television Group, said that first of all, it is necessary to position the product well, and secondly, it is necessary to create according to the content, discover good works, and improve in good content, so as to do a good job in derivatives.
Talking about how literary works can improve the conversion rate, Dai Ying, vice president of iQIYI, proposed that we should grasp the content itself, do a good job of content, and guard against arrogance and impatience.
The famous screenwriter Bai Yixiao also said that the concept of IP has been proposed from 2014 and 2015 to the present, and in the future, the development of IP and the extension of IP to the surrounding market have very good prospects.
How to build niche works into super IP has always been a problem that has plagued many companies and creators. As Ms. Zong Shan said, when choosing IP, it is necessary to conform to the mainstream value orientation and the market's sense of innovation, to create reasonable and correct matching resources, and not to forget to practice the original intention of "pragmatic, diligent, efficient and innovative", so as to create high-quality products and input positive values for the industry.
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Long-term commitment to IP development, Huashan sword ready to go
Since its inception in 2012, Huashan Sword has adhered to the concept of "content is king" and has successively launched a series of works with distinct styles and popular in the market. In terms of TV dramas, there are the costume detective comedy "The Legend of the Medical Hall Laughing" series starring Chen He, Wang Chuanjun and Zhang Zixuan, the costume light comedy "Joyful Secret Agent" starring Bao Bell and Jia Ling, and the spy drama "Oath" co-produced by Huashan Onjian, directed by the famous director Mao Weining, and starring Jia Nailiang, Li Sheng, Qin Hao, Liu Yijun, etc.; in terms of movies, there is "Young And Crazy" that brings together Zheng Kai, Bao Bell, Chen Yanxi, Tang Yixin and other stars; in terms of super web dramas, In 2017, it joined hands with Ali Pictures to create the campus fantasy comedy "My Frozen Boyfriend"; in terms of super network, "The Legend of Shushan Descending Demons" starring Wu Zhuoxi and Li Xizi sold copyrights in more than 20 countries and regions around the world in this year's Cannes Film Festival with high-quality content.
In addition, the company has reserved more than 30 copyrights, including the word-of-mouth works of the god-level writer Teng Ping, "Chinese Fantasy Collection" and "The Little Thing of Unemployment", "The Lost Golden Year", "Toucher" and other MARKET-valuable IP projects. Among them, the fantasy world of "New Mountains and Seas Classic" constructed by "Chinese Fantasy Collection" is fascinating, and the development and production of this super IP will go all out to create a superb work. In addition, Huashan On sword also has Projects such as Keigo Higashino's suspenseful reasoning classics "Hakuba Mountain Villa Murder Incident" and "Wind Whirling Song". In addition to the above IP copyrights, the company also has the adaptation rights, development rights or investment rights of more than 10 original novels (including online novels), including the popular work "Falling Flowers and Flowers And The King".
(Keigo Higashino's classic works developed by Huashan On Sword Film and Television Culture Media)
Zong Shan, the founder of Huashan On Sword Film and Television Culture Media, has an accurate prejudgment of the market, has a unique vision, has single-handedly operated the publicity links of blockbuster films such as "Disappearing Bullets", "Daredevil 2", "Pursuit of Murder", etc. After the establishment of Huashan On Sword, she successfully operated a series of projects such as "Laughter in the Medical Center" and "Joyful Secret Agent", which verified her accurate forward-looking project and market.
On the one hand, the young Huashan Sword has the production strength, R&D talents, experience and processes of traditional film and television companies to achieve the core values of the company's "content is king", on the other hand, it has the scarce market acumen and forward-looking themes of traditional film and television companies, allowing the company to preemptively find the most promising projects in the future in the fierce content competition. The combination of hard power and flexible steering is the core competitiveness of Huashan Sword to repeatedly jump into the mainstream market with its works and maintain storm growth under the cruel elimination.
In 2018, Huashan Sword will focus on the development of many projects such as "Love and Fortune Cat", "Love better me", "Taste Catcher" and so on. Especially noteworthy is the super web drama "Love and Fortune Cat", this time Huashan On Sword will join hands with producer Mr. Feng Xiaogang to use the whole film production team to present a different youth campus fantasy drama to the audience.
With excellent strength, accurate vision, the concept of "content is king", and high-quality IP reserves, Huashan Sword is ready to go, and the sharp edge is just around the corner!
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